ISBN 9780070598799

ISBN-10

0070598797

Binding

Paperback

Edition

12th

Number of Pages

748 Pages

Language

(English)

Subject

Business

International Marketing , 12/e by Cateora and Graham is by far the best selling text in the field of International Marketing. The authors continue to set the standard in this edition with an increase in coverage of technology`s impact on the international market arena and a more comprehensive website , helping to provide updated to text content in this continually changing field. International Marketing now comes with a Free Student CD-ROM that expands the popular Country Notebook feature.
Table of Contents
Part I: An Overview
1. The Scope and Challenge of International Marketing
2. The Dynamic Environment of International Trade
Part II: The Cultural Environment of Global Markets
3. History and Geography : The Foundations of Culture
4. Cultural Dynamics in Assessing Global Markets
5. Cultural, Management Style and Business Systems
6. The Political Environment : A Critical Concern
7. The International Legal Environment: Playing by the Rules
Part III: Assessing Global Market Opportunities
8. Developing a Global Vision through Marketing Research
9. Emerging Markets
10. Multinational Market Regions and Market Groups
Part IV: Developing Global Marketing Strategies
11. Global Marketing Management: Planning and Organization
12. Products and Services for Consumers
13. Products and Services for Businesses
14. International Marketing Channels
15. Exporting and Logistics: Special Issues for Business
16. Integrated Marketing Communications and International Advertising
17. Personal Selling and Sales Management
18. Pricing for International Markets
Part V: Implementing Global Marketing Strategies
19. Negotiating with International Customers, Partners and Regulators
Part VI: Supplementary Material